Wreath Laying Ceremony

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Military Health System’s Second Annual Celebration of National Nurses Week

Strategy & Goals Strategy Use National Nurses Week as a mechanism for telling the story of the Military Health System (MHS) through the lens of a nurse, military and civilian, while enhancing the awareness of the Department of Defense community and public of today’s MHS

Communication Goals • Promote the MHS by highlighting accomplishments of MHS nurses • Effectively communicate the delivery of health care to our beneficiaries through the lens of a nurse • Increase participation by Services in the planning and attendance of events, and • Increase the utilization of tactics provided • Increase total impressions and engagements on social media by five percent YOY

• Garner media attention of MHS’s celebration of Nurses Week, particularly Wreath Laying Event

Notable Achievements • More than 20,000 Facebook Live views of the wreath laying ceremony • Wreath laying and cake cutting attendance increased +400% and +1,000%, respectively • Connecting Vets 20-min radio interview with Navy Cdr. Bill Danchanko; segments aired on all 81 CBS Radio stations -potential reach of 81 million • Health.mil article pick-up rate increased 600% • Video view time increased +150% • Social media impressions and engagements grew by 4.6% and 95.6%, respectively

Tool Kit Products

Certificate

Infographic

Pocket Card

Thank You Card

Local Recs

News Release/Article

Videos

Social Media Graphics & Plan

Wreath Laying Ceremony Wreath Laying Ceremony at Arlington National Cemetery (ANC) was the signature engagement event

Wreath Laying Ceremony Social Media • The live streaming of the event on Facebook was the top @MilitaryHealth post for all of Nurses Week Facebook Live

2017

2018

YOY Difference

Views

1,520

20,760

+ 1,265.8%

Shares

20

459

+ 2,195%

Reactions

69

438

+ 534.8%

Comments

11

135

+ 1,127.2%

Share of Wreath Laying Ceremony/All Nurses Week Posts

Total

Ceremony

Percentage of Total

Impressions

209,016

20,760

9.9%

Engagements

4,516

1,032

22.6%

Cake Cutting Ceremony Cake Cutting Ceremony at Defense Health HQ (DHHQ) was the secondary engagement event • Publicized through print advertising and screensavers posted around DHHQ; invitations sent to 200 individuals • Attendance increased 1,150% from 2017

Articles 6 Health.mil stories produced for Nurses Week, including profiles on individual nurses. • 6,029 page views on Health.mil • Stories picked up by other media outlets and websites 70 times

Videos • 15 Interviews with approximately 45 minutes of footage captured • 4 Shoot Locations: DHHQ, Ft. Belvoir, USU, and Andrews AFB • 15 stills with quotes created for each interviewee • Average time spent viewing videos increased from 2017

Social Media • Average impressions and engagements per post grew by 4.6% and 95.6% from 2017, respectively • @MilitaryHealth saw an increase in Facebook page followers and likes over Nurses Week, peaking at the beginning of the week with the live streaming of the wreath laying ceremony Social Media Total Posts Total Impressions Average Impressions per Post Total Engagements Average Engagements per Post

2018 52 209,016 4,020 4,516 145